Traditional media still important as Dentsu CEO warns media buyers to ‘get out of their bubble’
Traditional media still has a pivotal role to play in the marketing mix says the local boss of Dentsu Aegis Network, who yesterday also warned media buyers to “get out of their bubble” and properly examine which channels consumers are using.
(L to R) Carat’s Simon Ryan and APT’s Justine Lally. Ryan told the room that media buyers need to “get out of their bubble”.
Simon Ryan, chief executive of Dentsu Aeguis Network Australia and NZ and Carat ANZ, told the Mumbrella Travel Marketing Summit that while media will evolve over the next five years, traditional channels in 2016 remain important.
Addressing a room of travel marketers during a panel discussion, Ryan said: “I would say to media buyers out there who represent your interests that some of them need to get out of their bubble a bit more and actually look at the way consumers consume media.
So, Simon Ryan says that Dentsu Aegis/Carat will be “100% digital” within the next four years. Is he seriously suggesting that traditional media will be dead within that time frame? Or that Dentsu Aegis/Carat won’t be planning and buying it?
@The Cynic, I think what he’s referring to is that Dentsu will just be trading traditional media digitally – rather than picking up the phone or emailing a brief for publishers to manually respond to…
it’s confusing as the below is what is reported
>>Ryan said the market will evolve and “will probably be all digital in five years”, adding that his business is aiming to be 100% digital by 2o2o.
>>“Currently between 25% and 40% of its total media spend is on digital,” he said.
>>Furthermore, Ryan predicted 40% of money will be directed into programmatic by 2020.
Key here is what is the definition of ‘digital’. If he means only channels distributed via a digital signal (ie nothing analogue) then prediction is probably achieveable. From the above it doesn’t seem to mean transacted via digital (ie. prog. or automation)
Child..please. Get back to us when your inventory is TRUE programmatic NOT a manual IO via MCN. Who the hell watches lame commercial television? only deadbeats and povos with no money! if you want tyre kickers go spend your money on commercial TV and who wants to read newspapers in their current form? makes for good kitty litter lining!